A Case Study on Harley-Davidson.Com and the Global Motorcycle Industry
I. Statement of the Problem
Although Harley Davidson dominates the market in North America, it has been the smallest in Europe and the 4th in Asia/Pacific region which is dominated by Japanese brands. One reason for Harley’s smaller market share in Europe and Asia region is that the company cannot produce enough motorcycles to meet demand and its prices tend to be higher than competitive models. Shortages of Harleys lead many consumers to purchase competitive bikes as there are 2-year waiting lists for some Harley models.
The researcher of this study seeks to answer the following questions:
1. What is the best way to advertise or market Harleys in the Europe and Asia/Pacific region? 2. What improvements shall be done in Harley-davidson.com website?
II. Objectives of the Study
This study seeks the following objectives: - to be able to understand the market share of Harley Davidson from the case study - to determine which advertising is best for Harley Davidson in Europe and Asia - to know whether the official website of Harley is good enough and competitive enough - to give the best solution to increase market share and sales of Harley in Europe and Asia/Pacific region
III. Scopes and Limitations of the Study
The study includes the current situation of Harley Davidson Company, the nature of the company, the background, its market share in different countries and the effect of its official website on consumer behavior.
The study however, is limited with only secondary data available from the text and from the official websites of Harley and its competing brands.
This study has recommendations and points of view that are based from my own perspectives and thinking as a marketing student.
IV. Nature of The Research
A. Harley Davidson
Harley-Davidson, often abbreviated H-D or Harley, is an American motorcycle manufacturer. Founded in Milwaukee, Wisconsin, during the first decade of the 20th
Although Harley Davidson dominates the market in North America, it has been the smallest in Europe and the 4th in Asia/Pacific region which is dominated by Japanese brands. One reason for Harley’s smaller market share in Europe and Asia region is that the company cannot produce enough motorcycles to meet demand and its prices tend to be higher than competitive models. Shortages of Harleys lead many consumers to purchase competitive bikes as there are 2-year waiting lists for some Harley models.
The researcher of this study seeks to answer the following questions:
1. What is the best way to advertise or market Harleys in the Europe and Asia/Pacific region? 2. What improvements shall be done in Harley-davidson.com website?
II. Objectives of the Study
This study seeks the following objectives: - to be able to understand the market share of Harley Davidson from the case study - to determine which advertising is best for Harley Davidson in Europe and Asia - to know whether the official website of Harley is good enough and competitive enough - to give the best solution to increase market share and sales of Harley in Europe and Asia/Pacific region
III. Scopes and Limitations of the Study
The study includes the current situation of Harley Davidson Company, the nature of the company, the background, its market share in different countries and the effect of its official website on consumer behavior.
The study however, is limited with only secondary data available from the text and from the official websites of Harley and its competing brands.
This study has recommendations and points of view that are based from my own perspectives and thinking as a marketing student.
IV. Nature of The Research
A. Harley Davidson
Harley-Davidson, often abbreviated H-D or Harley, is an American motorcycle manufacturer. Founded in Milwaukee, Wisconsin, during the first decade of the 20th